<![CDATA[The goal of this theoretical review is to explain consumer behavior which consists of complaining factors about the market condition, product, consumer behavior, consumer commitment, reference group, the market hall way and parking, confidence, comfortable and can be debt, location, culture and satisfaction, price, livery and crowded atmosphere, opening times, arrangement of goods, clarity price, availability of entertainment, education, income and payment facility in the tradisional trade on the market. In this paper, there are 10 (ten) factors that consumers consider to decide for shopping at the traditional markets. Those factors including complaints about the room setting, the bad physical condition of the market, the less safe, the hot temperature of market, the dirty and smelly market, the market classification, the light is less brigth, full of goods, the goods are always available, not sold in the modern market.Keywords : Consumer Perception and Tradisional Market.Tujuan dalam tinjauan teoretis ini yakni untuk menjelaskan perilaku konsumen terdiri dari faktor keluhan tentang kondisi pasar, produkm perilaku konsumen, komitmen konsumen, kelompok reference, lorong pasar dan parkir, tidak dibohongi, nyaman dan bisa hutang, lokasi, budaya dan kepuasan, harga, hidup dan ramai, jam buka, penataan barang, kejelasan harga, cari hiburan, pendidikan, pendapatan dan fasilitas pembayaran di pasar tradisional pada pasar. Dalam tulisan ini 10 (sepuluh) faktor yang dipertimbangkan konsumen untuk memutuskan berbelanja di pasar tradisional. Kesepuluh faktor ini adalah keluhan tentang penataan ruang, kondisi fisik pasar jelek, kurang aman, udara pasar panas, pasar kotor dan bau, penggolongan pasar, cahaya kurang terang, barang lengkap, selalu tersedia barang, tidak dijual di pasar modern.Kata kunci : Persepsi konsumen dan pasar tradisional.]]>
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